Under Armour:
Environmental Graphics & Brand System
Environmental graphics and brand system work for Under Armour, designed to bring the brand’s energy and performance ethos into physical space. The project focused on applying visual identity across a range of environments to create immersive, cohesive experiences.
The ChallengeUnder Armour’s brand needed to translate from product and digital spaces into dynamic real-world environments. The system had to feel distinct and performance-driven while unifying visual language across scales and contexts, from subtle wayfinding cues to large-format graphics.
Audience & InsightPrimary Audience
consumers engaging with the Under Armour brand in physical environments.
Secondary Audience
Retail and event teams responsible for applying the graphics in diverse spaces.
Insight
Performance brands succeed when every touchpoint — especially physical spaces — reinforces energy, motion, and purpose. Visual language must feel active and confident without redundancy.
Approach & ProcessThe environmental system was developed as an extension of the core Under Armour identity, focusing on movement and scale. Design decisions emphasized bold typography, strategic use of graphics, and spatial hierarchy to guide attention and amplify brand presence in context.
The SystemThe system leverages bold typographic forms and graphic gestures that evoke motion and energy. Visual motifs support environmental rhythm and directionality, working in tandem with materiality and space to reinforce brand intent. Color and scale are used deliberately to strengthen impact across touchpoints.
ApplicationsThe system was applied across experiential spaces, signage, large-format graphics, and environmental installations. A set of guidelines was developed to support consistent implementation of the brand graphics across locations and partners.
OutcomesThe resulting environmental graphics system strengthened Under Armour’s presence in physical contexts, reinforcing key brand attributes of performance, motion, and confidence. The work demonstrated how identity systems can extend meaningfully into spatial experiences.
RoleDesign Director
Led environmental graphic strategy, visual system development, and implementation guidance.
